Customers are the assets to any product or organization.
Earning the loyalty of a customer base is often vital for long-term survival.
But before that we have to understand the customers better to select the target audience.
Too often, businesses seem to look at their clientele as they would to rows in a spreadsheet.
Businesses spend a lot of time to figure out how to get more money out of them, analyzing how often they return and how much they spend on each trip, and figuring out how much a customer will spend on a particular item.
But customers must be given much more importance than just an income stream.
Customers' experiences can range from completely unhappy to glowingly positive.
Both types of customer can greatly influence your company's reputation.
Generally speaking, customers fall into one of five categories: oSaboteurs: These customers have had so many negative experiences (or perhaps only a handful of incredibly negative experiences) that they will go to whatever ends necessary to do whatever harm they can to your business.
oOccasional sufferers: These customers don't enjoy your product or service, but they buy from you when they have to, and only because they have to.
Some people who eat at fast food restaurants fall under this banner-although they will never evangelize or even talk positively about what they're buying, they'll buy it when absolutely necessary.
oReluctant: consumers These customers have had negative experiences with your company-often many negative experiences-to the point at which they simply expect a negative experience or a poor product every time.
Occasionally, they'll be pleasantly surprised and will leave contented, but generally they simply accept that they have to buy from you and they move on.
In many ways, these customers are living a balance of positive, negative, and blasé experiences.
oRegular customers: These customers enjoy your product or service.
They may admit it's not the best in the world, but they buy it because it has value, it is the cheapest, or they haven't found anything better.
They've had enough positive experiences that the negative ones seem paltry in comparison.
oEvangelists: These types of folks have had so many positive experiences with your company and/or product that whenever a subject even mildly related to your company, products, or services comes up in conversation, they just have to tell everyone about it.
Many different companies enjoy this type of customer-for example, Apple Computer evangelists can be so passionate that they'll say Apple is a religion.
Each of these traits is developed over time through individual experiences with your company.
Successful companies try hard to create positive experiences for customers through positive environments, superior staff and quality products; whatever your customers are craving for, that you are able to offer, is a probable positive experience.
Positive experiences generate emotional responses, and nothing is inferior to a customer who feels no emotion toward your business: no emotion equals no loyalty and hence customers really have no reason to stay.
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